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Cameron Dallas Milan crowds fans
Crowds of fans waiting outside Calvin Klein Collection’s show venue in Milan/Cameron Dallas@zentanishida/@camerondallas via Instagram

The Vine star causing mass hysteria at Milan Fashion Week

21-year-old internet personality Cameron Dallas has hit Milan – and so have thousands of his fans

If you were on Twitter yesterday, you may have noticed that “Cameron” was trending. Why? Because Cameron Dallas, the 21-year-old Vine star and internet personality had just arrived on the streets of Milan for fashion week and with him, thousands of fans. Earlier today Dallas attended Calvin Klein Collection’s AW16 menswear show and – as a video posted by the brand goes to show (see below) – his presence caused mild pandemonium. In fact, this level of adolescent girl hysteria hasn’t been seen at fashion week since Lucky Blue Smith’s first season last year. 

But who is Dallas? Well, the California native rose to fame on Vine, the video sharing app which he has over nine million followers and over two billion loops (that’s plays to the non-Viner). Dallas’ videos of him playing pranks on his friends have made him the tenth most-followed user in the world – above Ariana Grande and Justin Bieber, which gives you an indication to the degree of his social media stardom. He’s got 9.5 million followers on Instagram, 5.9 million on Twitter, 2.9 million likes on Facebook and 4.1 million subscribers on YouTube. Basically, when it comes to social media, he’s royalty – you just might never have heard of him.

Dallas’ social media presence hasn’t only won him three Teen Choice Awards (Choice Web Star: Male and Choice Web: Viner 2014 and 2015), but a fair bit of acting work too. He’s starred in 2014 comedy Expelled and is set to star in two more comedies out this year – The Outfield and Neighbors 2: Sorority Rising. And, because apparently his creative outlets know no bounds, he’s also released a single called “She Bad”. Judging by his presence on the front row at Calvin Klein Collection next to acclaimed fashion journalist and The Business of Fashion’s editor-at-large Tim Blanks, it seems that fashion is the next sphere Dallas is set to invade. Will Italo Zucchelli enlist him to star in the brand’s next campaign? Perhaps so.

Like Cara, Kendall, Gigi, Lucky Blue and Jordan Barrett before him, Dallas illustrates our current cultural climate; that social media followers are today’s most valuable currency and will ensure you a warm embrace from the fashion industry. The last two years have seen the industry adapt to these new forms of social media, from Burberry using Snapchat to Marc by Marc Jacobs casting its campaign via Instagram. It’s only natural that brands will use these populist figures as a vehicle to widen their audiences and provide an entry point for a new, younger demographic. But does it risk damaging the brand’s prestige in the long run, or detracting from the exclusivity and enigmatic nature that makes fashion so desirable in the first place?